MUSIC TO THEIR EARS
 

We work with the Harrisonburg Court Square Theater, a local nonprofit organization, to assist with the marketing of at least one event each year.  As the students prepare the marketing plan and ultimately and advertising plan, they visit the venue, interview artists, learn about the technology of a production and explore the types of jobs available in the industry.  Since the efforts are focused on a real event, they take the assignment pretty seriously.  We do the market analysis and then develop a brand positioning statement to represent both the venue and the event.  Finally, the students develop advertising concepts that are used to develop radio, television, and print copy.  Depending on the event, they may also develop other promotional strategies such as giveaways and contests.  Through the project, I work to be certain the learning process focuses on our Standards of Learning objectives for career and technical education.

Jimmy Stickley
Harrisonburg High School
Harrisonburg VA
(reprinted from Perspectives, Fall 2002, Vol. 18, No. 1)